Marriott reveals repositioning plans for Sheraton
Marriott International has revealed details of its repositioning plans for its Sheraton brand.
As part of Marriott's transformation vision for Sheraton Hotels and Resorts, its third largest brand following its acquisition of Starwood in September 2016, it is showcasing its vision for Sheraton public spaces (pictured) following its guestroom overhaul last year.
An estimated $500,000 (£374,000) has been committed by hotel owners in the US to renovating their properties, with 25% of Sheraton hotels globally committed to renovations with some already underway.
Since the acquisition, Sheraton has exited 6,000 rooms with another 2,000 expected to depart by the end of the year. During the same period, 5,000 rooms have been signed to the portfolio.
There are four Sheraton properties in the UK: the Sheraton Grand in Edinburgh, the Sheraton Skyline Hotel London Heathrow, the Sheraton Grand London Park Lane, and the Sheraton Heathrow hotel. No details have yet been confirmed regarding plans for the brand in the UK.
"From the moment we closed the Starwood merger in late 2016, the revitalisation of Sheraton has been a top priority for our company," said Arne Sorenson, president and chief executive of Marriott International.
"We knew that the way to restore this incredible brand was focus and collaboration with our hotel owners. We wanted to build on Sheraton's rich legacy of sitting at the heart of communities across the globe, but also to create a differentiated positioning and compelling proposition for our owners."
Tina Edmundson, global brand officer, added: "This the first time in years that the brand has been above competitive benchmark in both rate and occupancy.
"We have improved brand standards, increased group bookings, and have ramped up our business engine over the last year as a first step in a multi-phase, multi-year plan, leveraging our experience in revitalising lodging brands."
Sheraton's global portfolio consists of nearly 450 open hotels with 80 additional projects in the pipeline in 72 countries. By 2020, the brand's footprint is expected to expand to 90 countries.
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